What Your Competitors Can Teach You About B2B Marketing

What Your Competitors Can Teach You About B2B Marketing

by Mark Schmukler on Jan 31, 2017 in Content Marketing

Successful B2B marketing is a delicate balance of new channels, changing preferences, advancing technology and intense pressure to drive results. To master the art of B2B marketing and help businesses reach their target customer, it’s important to first understand the businesses’ point-of-view. The recently released, 2017 B2B Marketing Mix Report, surveyed 100 marketing professionals working […]

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How To Use Your Marketing Expertise to Write the Perfect Job Interview Follow-Up

How To Use Your Marketing Expertise to Write the Perfect Job Interview Follow-Up

by Mark Miller on Jan 31, 2017 in Marketing Strategy

It has become customary for candidates to follow up with a letter of thanks after an interview, no matter what the job. In fact, it’s really more of an expectation than an option for most positions, and most experienced interviewers will consider it a critical oversight should you over look it. Beyond just a professional […]

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Should We Stop calling it PR? The Case for Influencer Relations

Should We Stop calling it PR? The Case for Influencer Relations

by Tom Pick on Jan 30, 2017 in Marketing Strategy

The use of public relations, or PR, has been around for more than 100 years. But the profession really developed and flourished during the second half of the 20th century. From the era of Don Draper until just before the publication of The Cluetrain Manifesto, companies had, for the most part, two ways of communicating […]

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How to Turn Your Customers Into Repeat Buyers: An Actionable Guide

How to Turn Your Customers Into Repeat Buyers: An Actionable Guide

by William Harris on Jan 30, 2017 in Content Marketing

In ecommerce, loyal customers are valuable not just for their ability and willingness to provide you with good praise and support—but also for their ability to significantly impact sales. Attracting and converting new customers is an essential part of growing your ecommerce business, but if you really want to boost sales in 2017, you need to put more focus on getting active and one-time customers to visit your store again.…

The post How to Turn Your Customers Into Repeat Buyers: An Actionable Guide appeared first on Sellbrite.

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It Has Never Been Easier to Be Average

It Has Never Been Easier to Be Average

by Jay Acunzo on Jan 28, 2017 in Content Marketing

It has never been easier to be average.

When we start to do anything new, it can be a struggle. We don’t have all the answers we need. But today, with just a little bit of effort, we can find them and ascend quickly to “average” status.

Want to learn how to drive more leads? In seconds, 188 million pages are there waiting to tell you. Thinking of picking up a culinary skill? Watch a YouTube video about literally any dish. The world is your oyster. Or your bruschetta. Or quesadilla. Or–brb, I need a snack.

In the Information Age, we can hack our way to junk and copy our way to passable before we’re just a tiny burst of work away from average. That wasn’t so bad! We’re already there! And — good news! — more of that helpful stuff is poured into the world with each passing second.

Yes, it’s never been easier to be average. But it’s never been harder to be exceptional.

To be exceptional, quite literally, you have to be an exception. You have to do things a little bit differently.

You can’t just follow the list, but the problem is, all those lists are so … ubiquitous…

They’re so … tempting…

They’re so … mysterious…

(It didn’t, by the way.)

So if being exceptional means being an exception, I have good news: Everyone already is. Everyone has a unique combination of experiences, aspirations, hopes, fears, beliefs, and skills.

But not everyone trusts that. Not everyone uses that.

I think it’s time we all did.

I think it’s time to be better than the average. It’s time to break from all the conventional thinking. It’s time to be exceptional, not “good enough,” not “gets the job done,” and certainly not “but I have numbers to hit.”

So how can you do that?

Trust your intuition.

The things that shot you up to average are external. The one thing that gets you to exceptional is you. There are no lists or YouTube tutorials to get you there. You can’t “best practice” your way to extraordinary. In a noisy, increasingly commoditized world, the only real differentiating factors are the individual and the team, in other words, people.

We all have access to the same tools and tips-and-tricks. More than ever, the things that make you an exception matter.

Trust your intuition.

So what does it take to do that and succeed? That’s what we’re exploring with Unthinkable.

Unthinkable is a collective journey to answer that one question. However, rather than end with a 12-step plan or 7 tips-and-tricks, we’re backing up a step from the moment of action to examine the way in which we prepare for it.

How can we be more specific and concrete in the aspirational anchors we throw out to the world? How can we better pull from the right influences to inform and improve our work? How do we create and take advantage of the right experiences in our lives and training in our work, both when they’re directly and indirectly related to the task at hand?

If we each had our own Iron Man suits, then most people and resources out there focus on playbooks and prescriptions for exactly how we should use then. Well what if we learned how all the parts worked? Then we could use them however we wanted — each of us in a way that’s an exception to every other person and moment, because every person and moment is an exception.

Yes, it’s never been easier to be average. So maybe it’s time we aspired to do the hard part. Let’s go.

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Thoughts on this? jay@unthinkable.fm or @jayacunzo on Twitter and Snapchat.

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Our weekly podcast explores this big question, packaged as irresistible stories. Listen here or through the channel links below:

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Weekend Reading: “Master Content Marketing” by Pamela Wilson

Weekend Reading: “Master Content Marketing” by Pamela Wilson

by Douglas Burdett on Jan 27, 2017 in Content Marketing

For the 107th episode of The Marketing Book Podcast, I interviewed Pamela Wilson, author of “Master Content Marketing: A Simple Strategy to Cure the Blank Page Blues and Attract a Profitable Audience.”

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